This document outlines different types of advertising techniques, including demo advertising, parody formats, unique personalities, associated user imagery, symbols/analogies, exemplary stories, benefit-causes stories, testimonials, ongoing characters, showing needs/problems, symbolizing benefits, and comparisons. Demo advertising can be soft or hard sell. Parody formats copy other media for comedic effect. Unique personalities focus on a product's origins or founder. Associated user imagery shows real people using a product. Symbols and analogies represent products creatively. Stories engage audiences emotionally. Testimonials have endorsements. Characters promote brand recognition but can backfire. Need/problem ads solve issues. Benefit symbols exaggerate pros. Comparisons pit

1. The Demo
O This type of advertisements
presents the viewer with the
products capabilities. Demo
advertising usually falls into
two categories either hard
sell which is presented in
repetitive and aggressive
manner and soft sell which is
simple presentation without
pressuring the viewer directly.

2. Parody or borrowed
format
O This type of advertisement
copies the format of other
media texts such as, films, TV
shows or even others adverts
in order to create comedic
effect.
O By slightly changing the
format of the advert in order to
include the product that is
being sold, advertisers can
take advantage of the fact that
viewers would most likely be
familiar with the format that is
being shown to them and
surprise them with an
unexpected ending.

3. Unique personality
property
O This type focuses on
something or someone unique
to the product to show that it
is different from its
competitors. This is usually
done in 2 ways:
O - by focusing on the
country/place the product is
made in
O - by showing the founder of
the company
O This is not to be confused with
the celebrity type of
advertising as the people in
these adverts are not paid,
they are actually involved with
the company.

4. Associated user
imagery
O This type of advertising shows
a product being used by
people who the viewers can
relate to or who the viewers
would aspire to be.

5. Symbol/analogy
O This type of advertising
doesn’t directly deliver a
message, it does it in a more
creative way
O A symbol uses a logo or
image or a person to
represent something else
O An analogy tells a story to
represent something else

6. Exemplary story
O This type of advertising tells a
story involving the product,
which captures the audience
because it provides the
beginning-middle-end of a
story and includes emotional
appeal
O This may be difficult as
adverts are only short
meaning that it’s hard to fit all
the information that is needed
into one advert

7. Benefit causes story
O This type of advertising is
when the audience is told a
story but they are not shown
what the ad is for until the end
O This keeps them focused on
the ad because they want to
find out what the ad is for
O Similar to “exemplary story”
but the product is not revealed
until the end

8. Testimonial – tell it all
O Testimonial advertising is
when a product is being
recommended by a real
person who has experience or
used the product such as a
friend, doctor, dentist or
knowledgeable person.
O The person recommending
the product usually addresses
the audience directly or is
recommending to another
person shown in the advert.

9. Ongoing characters or
celebrities
O This type of advertising is
when a celebrity or mascot or
character is used to promote
a product
O This is effective as often the
viewers associate that
particular celebrity/character
with the particular product
O This could also have some
drawbacks as there could be
a “spokesperson scandal”
meaning that they could do
something negative which
would cause a negative view
on the product being sold

10. Show the need or
problem
 This is when a person in the
advert comes up against a
problem and then the product
being sold fixes the problem
and becomes the solution
 It is almost like the product
rescues the person in the
advert

11. Symbolise the benefit
O This type of advertising is
similar to symbolise the
problem however this type
focuses on symbolising or
exaggerating to benefits that
the viewer will get using the
product being advertised.

12. Comparison
O This type of advertising is
when you compare the
product that is being sold to
its competitors or other
products to make it appear
better
O Advertisers need to be careful
when using this type of
advertising because it could
increase the sales of the other
products